When the Classic Rock format started to take flight, my first big sign-on was KCFX in Kansas City. It was the very first station in the portfolio of Jay Hoker – my former boss at WRIF. There was a lot riding on this Class A station going up against the big dogs in a big market.
The station was called the Fox, and Hoker wanted a mascot. I did not. In my view, Classic Rock was too cool and credible format to have a cheesy, cartoonish mascot. But Hoker insisted, believing a friendly, animated version of the Fox would be a hit at locations and provide a persona to the station.
He was right. I was wrong.
The Fox mascot quickly became the face of the station. Jay bought a 30-foot high inflatable that was instantly embraced by advertisers, station fans, and their kids. Our furry Fox mascot (dubbed “Foxzilla”) helped humanize and brand our station that was trying to find its way through a tough competitive battle.
As I learned in the process, it gave a fledgling radio station presence at concerts, community events, and other locales it would not have had. And in many cases, the bigger-than-life symbol of our radio station helped grow The Fox’s awareness and cume.
Jay ended up licensing his Fox to more than a dozen other stations, including WRFX in Charlotte, another station I helped sign on. More than three decades later, KCFX, WRFX, and other stations are still proudly using that Fox mascot.
Dan McClintock, program director of market-leading KCFX, tells me the station continues to lean heavily on “Foxzilla.” There’s even a “junior” version (20-feet) as well as a “Sly Fox” version – a suit an intern (or whomever) wears at promotions to hang with kids and high-five adults.
And thanks to smartphones, taking selfies with these versions of KCFX’s mascot has become a popular pastime, especially on game days for the Chiefs, many of which get posted on social media fan pages. Dan tells that even “guests” who support the opposing team love these photo ops with “Foxzilla.”
KCFX has been the flagship play-by-play station since the days I was there, a deal originally put together with then-GM Bill Newman. Today, the Chiefs and KCFX represent one of the most successful long-term radio/NFL relationships.
And at the core of the station’s brand identity is the Fox character, a vehicle that has helped this radio station stand apart from the scores of other radio outlets in Kansas City for more than 30 years.
And that got me to thinking about how more radio stations are using audio to brand themselves as well. In the past year, I’ve had the chance to learn more about Veritonic, a company that tests the power and memorability of audio signatures.
We’ve blogged about their methodology, a fascinating way to better understand the power of audio for brands. It turns out that some of the dullest businesses – especially insurance companies – have made great use of sonic logos to set their brands apart.
Nationwide, Liberty Mutual, Farmer’s, and others have made brilliant use of these audio logos that get in your head and help make forgettable brands very memorable. After all, most of don’t enjoy buying insurance, and it’s easy to confuse the many different companies selling it. So, when those sonic signatures are strategically and cleverly produced, they get in your head, creating strong awareness for brands that used to get lost in the shuffle.
But as I started thinking about these insurance giants, it also occurred to me that most are now using cute, clever, witty, and snarky mascots to drive recognition, recall, and positive imagery. Consider the following:
GEICO’s gecko
AFLAC’s duck
Liberty Mutual emu
The Hartford’s buck
And then there’s Progressive’s Flo and Esurance’s Dennis Quaid (who are, for all intents and purposes, mascots).
Mascot are everywhere, and they’ve been around forever. The Michelin Man, Mr. Clean, the Jolly Green Giant, Mickey Mouse. Even Santa Claus is a mascot – perhaps the best known and most loved of them all.
Fast food chains have been especially active in the mascot game, starting with McDonald’s and their clown, Ronald. Wendy’s, KFC, Long John Silver’s, and so many others make use of iconic mascots.
Then there’s Burger King. Personally, the King has always creeped me out, but the brand has stuck with him. And last week, Burger King put their royal mascot to work, showcasing a new partnership with Uber Eats.
In what sounds an awful lot like a radio promotion, the King delivered Whoppers to several hundred L.A. area homes.
And of course, there was a tech angle to the promotion. The agency, Mullen Lowe, scouted homes for Ring doorbells, ensuring great video opportunities for Burger King’s social media pages.
Not to be left out is KFC, these days cleverly using different actors and comedians to play their mascot, Southern gentleman Colonel Sanders.
Their newest promotion deal is a StubHub “subscription package” built around the NFL – “Seasoned Tickets.” Door to door delivery is the priority here, too, and of course, KFC went right to their spokes-mascot to pitch it.
https://www.youtube.com/watch?v=n2w-Kl86vu8
So, it begs the question why more radio stations don’t take the opportunity to humanize and personalize their brands with mascots. It is clear from so many brand marketing success stories that mascots simply work.
And when we shift to radio, there are enough eagles, bears, bulls, sharks, and yes, foxes on the airwaves. There’s even a rat in New Jersey and that iconic pig in St. Louis, Sweetmeat.
Why wouldn’t more radio stations create mascots or breathe life into existing ones, and turn them into your “6th man” – or pig? At a time when many radio stations are hard-pressed to fulfill sales and promotional commitments, a mascot can be better than sending a part-time jock (with all due respect) to a car dealer, phone store, or mattress outlet.
As radio brands have to work harder to stand out, popular mascots that garner attention from multi-generations can be smart marketing tools.
Smart like a fox.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Mr Jacobs,
What would be your contribution to the mascot parade……I am thinking a big head of Fred in Thanksgiving Parade.
Hope your Well,
JimHughes
Jimmy The Geek Jamboni
103.9 The Fox Classicfox.com
I cannot think of anything that would frighten the kids more, Jim. Thanks for chiming in.
Bristol Broadcasting has used our Rabbit mascot chainwide since the mid-80s, starting with a costumed furry employee at remotes, and adding giant inflatable characters in the 90s.
Paducah’s WKYQ Rabbit once even ran for governor of Kentucky! When a new country station signed on in Murray, we blanketed the town with thousands of “Rabbit For Governor” yard signs. People lined up to meet our van and get their sign. We got lots of local and industry press, especially after listeners called us indignant that the competing station was stealing our signs from their yards! The Rabbit was viral before there was ever an internet.
Bobby, great mascots are the gift that keeps on giving. Thanks for telling the Bristol Broadcasting story, complete with the rabbit mascot.
Thanks for the Foxzilla and Sly Fox love! Our crew gets all the credit-they are what makes these icons matter.
My favorite ‘fight’ with a former SVP who thought replacing was outdated thinking. I wouldn’t back down, he signed the PO and we are still #1 year after year! 🙌
Donna, there are some traditions worth fighting for, and the Fox mascot is one of them. Congrats on your continued success with KCFX. As one of the architects, I always feel good when I see the station not only still doing great things, but sitting on top of thee Kansas City heap Best to you and your team.
During the ’90s when I was at a southern New England combo, our FM station (with a “Q” in its callsign and slogan) considered a costumed mascot. I had suggested and inked a potential character that would have been a lot of fun: the “Q-Cumber” … a lifesize dill pickle with a giant grin, and a chill set of shades reminiscent of McDonald’s “Mac Tonite” moon character.
Management ended up going with a kangaroo, for a few reasons: the manufacturer offered it as an affordable pre-made stock design, the pouch could hold prizes at live appearances, and a pickle was considered by management as being “too phallic”. I don’t specifically remember the times being so, but apparently that era briefly went through a particularly puritan and overly sensitive phase.
The kangaroo? Admittedly it worked out, although nobody considered the rush of liquored-up patrons that tackled the poor intern inside and just grabbed at his/her costumed crotch for all the good giveaways.
I LOVE the Q-cumber. (And I’m betting that Paige Nienaber steals it!) When I read stories like this, I imagine those meetings where the cucumber vs. the kangaroo was discussed. And it makes me feel good that people like us get paid to have discussions like this. Thanks for the story, Alan.
Fred-There is a contrasting point of view. A Rolling Stone article several years ago addressed the issue of ongoing violence toward mascots, especially those representing sports teams. Many people hate them, and many children fear them. At XL-102 in Richmond in 1979 the GM pushed hard for a mascot. We were opposed because we felt it cheapened the brand. We compromised with the purchase of a used Checker cab which we dubbed “The XL-102 Big Yellow Taxi.” It was a huge hit with listeners and became our four wheeled brand ambassador. There is more than one way to skin a mascot.
That there is, Jack. It doesn’t have to be an intern sweltering in a furry outfit. Thanks for chiming in.